In his speech at the American Association of Advertising Agencies (4A's) Central Region Annual Meeting in 1969, Vice President of Doyle Dane Bernbach, Stefan Blaschke, describes the creative and media... View Summary

In his speech at the American Association of Advertising Agencies (4A's) Central Region Annual Meeting in 1969, Vice President of Doyle Dane Bernbach, Stefan Blaschke, describes the creative and media strategies used by his agency to overcome the image problem of Olin, the chemical, paper and metal manufacturing company.

Vice President of Marsteller Inc., Ramon G. Gaulke, speaks at the 1969 Central Region Annual Meeting of the American Association of Advertising Agencies (4A's) about the 'Big Idea' behind the advertis... View Summary

Vice President of Marsteller Inc., Ramon G. Gaulke, speaks at the 1969 Central Region Annual Meeting of the American Association of Advertising Agencies (4A's) about the 'Big Idea' behind the advertising of Canteen Corporation's food vending machines.

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The Big Idea - The Advertising of Commitment: A Case History on Eastern Airlines

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Alex Kroll, Classic Speeches - 4As, 1969

Vice President of Young & Rubicam, Alex Kroll, shares how Eastern Airlines "Wings of a Man" campaign idea was born. View Summary

Vice President of Young & Rubicam, Alex Kroll, shares how Eastern Airlines "Wings of a Man" campaign idea was born. He is speaking to the 1969 Central Region Annual Meeting of the American Association of Advertising Agencies (4A's).

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The Big Idea…The Only Idea

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Richard J. Lord, Classic Speeches - 4As, 1969

In his speech at the 1969 Central Region Annual Meeting of the American Association of Advertising Agencies (4A's), Richard J. View Summary

In his speech at the 1969 Central Region Annual Meeting of the American Association of Advertising Agencies (4A's), Richard J. Lord, President of Lord, Geller, Federico & Partners, talks about how his agency developed an anti-smoking TV campaign for the American Cancer Society, which helped convince 21 million Americans to quit smoking.

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The Big Idea - How Top Management Responds To Direct Mail Advertising

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J. Ronald Hess, Classic Speeches - 4As, 1969

In his speech at the American Association of Advertising Agencies (4A's) Annual Meeting in 1969, J. Ronald Hess from Ketchum, MacLeod & Grove, shows some examples of effective direct mail programs.View Summary

In his speech at the American Association of Advertising Agencies (4A's) Annual Meeting in 1969, J. Ronald Hess from Ketchum, MacLeod & Grove, shows some examples of effective direct mail programs.

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My Favorite Campaign? New England Life's Of Course, Why?

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Fred Irwin, Classic Speeches - 4As, 1969

Vice President of Geer, Dubois & Company, Fred Irwin, talks about his experience in being the advertising agency for life insurance company New England Life at the American Association of Advertising ... View Summary

Vice President of Geer, Dubois & Company, Fred Irwin, talks about his experience in being the advertising agency for life insurance company New England Life at the American Association of Advertising Agencies (4A's) Eastern Annual Conference in 1969.

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Is the agency media department all washed up?

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Herbert Zeltner, Classic Speeches - 4As, 1969

Media Consultant Herbert Zeltner discusses the rise of independent media buying services and says what full-service agencies’ media departments must do to meet this competitive threat in this speech t... View Summary

Media Consultant Herbert Zeltner discusses the rise of independent media buying services and says what full-service agencies’ media departments must do to meet this competitive threat in this speech to the 4A’s (the American Association of Advertising Agencies) 1969 Annual Meeting.

8

Time For A Change

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Edward L. Bond Jr. , Classic Speeches - 4As, 1968

The chairman of the American Association of Advertising Agencies (4A's) and Chief Executive Officer of Young & Rubicam, Edward L. View Summary

The chairman of the American Association of Advertising Agencies (4A's) and Chief Executive Officer of Young & Rubicam, Edward L. Bond Jr, discusses the need for a number of changes to the advertising business. He was speaking at the Annual Meeting of the 4A's in 1968.

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The Big Idea - Palmolive Liquid: My Friend Madge

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David Mixter, Classic Speeches - 4As, 1968

Explaining how the campaign for dishwashing detergent Palmolive Liquid was conceived, David Mixter from Ted Bates & Company argues that, more often than not, a campaign's 'Big Idea' is really the sum of lots of little ideas. View Summary

Explaining how the campaign for dishwashing detergent Palmolive Liquid was conceived, David Mixter from Ted Bates & Company argues that, more often than not, a campaign's 'Big Idea' is really the sum of lots of little ideas. He was speaking at the American Association of Advertising Agencies (4A's) Eastern Annual Conference in 1968.

Executives from Wunderman, Ricotta & Kline Inc. explain to the American Association of Advertising Agencies (4A's) Eastern Annual Conference in 1968 how their agency systematically evaluates and evolv... View Summary

Executives from Wunderman, Ricotta & Kline Inc. explain to the American Association of Advertising Agencies (4A's) Eastern Annual Conference in 1968 how their agency systematically evaluates and evolves a campaign in-process, using their campaign for the National Observer as the example.

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The Big Idea - Renault 10: Story of a Marketing Renaissance

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Richard L. Gilbert, Classic Speeches - 4As, 1968

Richard L. Gilbert speaks at the 1968 Eastern Annual Conference of the American Association of Advertising Agencies (4A's) about the lessons his agency learnt from working on the Renault campaign.View Summary

Richard L. Gilbert speaks at the 1968 Eastern Annual Conference of the American Association of Advertising Agencies (4A's) about the lessons his agency learnt from working on the Renault campaign.

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The Big Idea - Heinz Ketchup: A Winning Loser

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Frederick B. Hirsch, Bert Steinhauser, Classic Speeches - 4As, 1968

Frederick B. Hirsch and Bert Steinhauser of DDB speak at the 1968 American Association of Advertising Agencies (4A's) Eastern Annual Conference about how DDB's account-creative team successfully rever... View Summary

President of Marschalk Company, Richard W. Bowman, speaks about how his agency searched for the 'Big Idea' behind advertising Fresca at the American Association of Advertising Agencies (4A's) Eastern ... View Summary

President of Marschalk Company, Richard W. Bowman, speaks about how his agency searched for the 'Big Idea' behind advertising Fresca at the American Association of Advertising Agencies (4A's) Eastern Annual Conference in 1968.

14

A look in the looking glass

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Jock Elliott, Classic Speeches - 4As, 1968

Renowned Ogilvy & Mather executive Jock Elliot discusses advertising ethics and compares the industry to the rest of society in this speech to the 4A's (the American Association of Advertising Agencies) 1968 Annual Meeting. View Summary

Renowned Ogilvy & Mather executive Jock Elliot discusses advertising ethics and compares the industry to the rest of society in this speech to the 4A's (the American Association of Advertising Agencies) 1968 Annual Meeting. The industry’s lack of diversity in staff is also aired as a problem.

Bruce Cole from Marsteller Inc. gives a speech at the American Association of Advertising Agencies (4A's) 1967 Central Region Annual Meeting about how an aggressive advertising and sales promotion cam... View Summary

Bruce Cole from Marsteller Inc. gives a speech at the American Association of Advertising Agencies (4A's) 1967 Central Region Annual Meeting about how an aggressive advertising and sales promotion campaign helped raise Moe Light to number one among builders.

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The Dodge Boys and How They Changed The Concept of Association Advertising

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James D. Grant, Classic Speeches - 4As, 1967

In his speech at the American Association of Advertising Agencies (4A's) 1967 Central Region Annual Meeting, James D. View Summary

In his speech at the American Association of Advertising Agencies (4A's) 1967 Central Region Annual Meeting, James D. Grant of BBDO talks about how his agency's campaign for The Dodge Dealers helped increase its sales and public awareness.

Robert O. Bach of N.W. Anyer & Son gives a speech at the American Association of Advertising Agencies (4A's) Central Region Annual Meeting in 1978 about the fall and rise of DuPont's Teflon and the importance of a 'Big Idea.'

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Seven Big Ideas - Cinzano Vermouth Campaign

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James Durfree, Classic Speeches - 4As, 1967

In his speech to the 1967 Central Annual Conference of the American Association of Advertising Agencies (4A's), James Durfree, the President of Carl Ally Inc., describes how his agency increased produ... View Summary

In his speech to the 1967 Central Annual Conference of the American Association of Advertising Agencies (4A's), James Durfree, the President of Carl Ally Inc., describes how his agency increased product sales as high as 123% for its client, Cinzano.

Richard K. Montgomery from Clinton E. Frank Inc. shows how his agency found excitement and drama in air freight with a 'Big Idea' which set United Air Freight apart. He was making a speech at the American Association of Advertising Agencies (4A's) Central Region Annual Meeting in 1967.

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Twelve Big Ideas - Burlington Railroad Wheels Campaign

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Jermone Birn, Classic Speeches - 4As, 1967

Vice President of Tatham-Laird & Kudner, Jermone Birn, gives a speech at the 1967 Central Region Annual Meeting of the American Association of Advertising Agencies (4A's) on the 'Big Idea' in the adve... View Summary

Vice President of Tatham-Laird & Kudner, Jermone Birn, gives a speech at the 1967 Central Region Annual Meeting of the American Association of Advertising Agencies (4A's) on the 'Big Idea' in the advertising for Burlington railroad.

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Seven Big Ideas - Peck & Peck: That Certain Kind of Woman

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Peggy Wasley, Classic Speeches - 4As, 1967

Peggy Wasley from LaRoche, McCaffery & McCall explains how research pointed the way to the 'Big Idea' that created an image of the 'Certain Kind of Woman' who shops at Peck & Peck. View Summary

Peggy Wasley from LaRoche, McCaffery & McCall explains how research pointed the way to the 'Big Idea' that created an image of the 'Certain Kind of Woman' who shops at Peck & Peck. She was speaking to the American Association of Advertising Agencies (4A's) Central Region Annual Meeting in 1967.

22

Address at 1967 Eastern Annual Conference

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John K Galbraith, Classic Speeches - 4As, 1967

In this 1967 4A's (the American Association of Advertising Agencies) speech, economist and diplomat JK Galbraith discusses economists' attitude to advertising. View Summary

In this 1967 4A's (the American Association of Advertising Agencies) speech, economist and diplomat JK Galbraith discusses economists' attitude to advertising. Some see advertising as subversive of economics, as inefficient, and as not led[ing] anywhere. Galbraith's own view is that it is part of modern economic planning, part of the ominous process that makes individuals instruments of the system, rather than sovereign over it.

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The Critical Generation

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Leo Burnett, Classic Speeches - 4As, 1967

Advertising legend Leo Burnett takes a sympathetic look at the new generation - which he calls the The Critical Generation - and describes the kind of young people advertising needs. View Summary

Advertising legend Leo Burnett takes a sympathetic look at the new generation - which he calls the The Critical Generation - and describes the kind of young people advertising needs. This speech was given at the American Association of Advertising Agencies (4A's) Annual Meeting in 1967.

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Twelve Big Ideas - Purina Dog Chow: All You Add Is Love

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Noel Digby, Classic Speeches - 4As, 1966

Noel Digby, Vice President of Gardner Advertising Company, speaks at the American Association of Advertising Agencies (4A's) 1966 Central Region Annual Meeting about how his agency's research laid the... View Summary

Noel Digby, Vice President of Gardner Advertising Company, speaks at the American Association of Advertising Agencies (4A's) 1966 Central Region Annual Meeting about how his agency's research laid the groundwork for Purina's "All You Add is Love" campaign.

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Twelve Big Ideas - Curad: The Ouchless Bandage

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Robert Bassindale, Classic Speeches - 4As, 1966

In his speech at the American Association of Advertising Agencies (4A's) Central Region Annual Meeting in 1966, Vice President of Tatham-Laird & Kudner, Robert Bassingdale, shows how one word ('ouchle... View Summary

In his speech at the American Association of Advertising Agencies (4A's) Central Region Annual Meeting in 1966, Vice President of Tatham-Laird & Kudner, Robert Bassingdale, shows how one word ('ouchless') became the 'Big Idea' in increasing awareness of Curad bandages.